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Overtourism is taking a toll across the globe, with closures of popular destinations in Thailand and the Philippines, and backlash from residents in cities like Venice and Barcelona. Closer to home, places like Bali, Byron Bay and parts of Tasmania have also been feeling pressure from skyrocketing visitors.

“The problem we’ve got is that we’re all congregating on the same places at the same time of the year,” says Justin Francis, CEO of the UK-based Responsible Travel.

Mr Francis says part of the problem is that the “ethos of travel” is changing: in the social media era, it’s now more about “where you want to be seen”. “Getting the photo and getting it on Instagram or Facebook is becoming the purpose of the trip — it’s the reason for going,” he says.

Travellers have also been drawn to places from their favourite films or TV shows, in a trend known as “set jetting”.